1. The document evaluates the risks associated with launching the Maruti Van passenger vehicle targeted at middle-class semi-urban consumers. 2. It identifies high social, physical, and hedonic risks due to customers not seeing it as a family car and concerns about safety without a front end structure. 3. It also notes the need to modify the design and name to better position it as a family vehicle rather than a commercial transport van.

1. Situation
Evaluation
Product to be launched: Van
Category/Segmented: Passenger
car
Target consumer : Middle class
semi urban
Differentiation: Fuel efficient and
Space for family
Positioning: Family car

2. Maruti Van Risk Assessment
Risk Type Score /Assessment Reason
Functional Risk Low
Another category of car with few
modification
Social Risk High
Customer are not willing to take this car
where his personal reputation matters
Financial Risk Low
Low priced product , Economical to fit to
requirement
Physical Risk High
Design of the car have safety concern due
to absence of nose
Hedonic High
Aesthetic look of car is different, it is not
lookalike car category available
Differentiation High
Efficiency and cost effectiveness is the only
consideration in business.

3. Maruti Van Risk Assessment
EPS: Extensive Problem Solving: New
Category
Need Recognition: New technology, New
model Design
Information Search
Evaluation: Fuel Efficient, Easy handling,
Driving comfort Spacious, Smooth pick up,
Capable to ferrying things around the city,
Safety features
ITP: Intension to purchase: Non-
compensatory approach
Decision: Easy booking option to be
available and timely delivery of product
EPS: Extensive Problem Solving: New
Category
Information Search
EPS: Extensive Problem Solving: New
Category
Information Search

4. Analysis and Key Questions
• How can the brand be made successful?
• Design Improvement
• Easy availability
• Businessmen/Traders Usage
• Regular Customer Feedback Mechanism
• Extensive Use of technology
• How would you like this brand to be perceived by the target consumers?
• Target consumers perceived it as a family car, fuel-efficient and cost-
efficient. Later realized the design issue, which makes it more like transporting
a vehicle than a family car.
• What problems can potentially crop up in creating such a perception?
• Customer created perception about van as a commercial vehicle being used
to ferry things around the city. While creating a perception of the family car,
the customer has already perceived it as a commercial car. Only those
customers will be busy with this product which is having a big family.
• Is the name fine? The name does not have anything related to the product
domain.
• The name needs modification since the van has a different meaning from a
vehicle with multiple rows of seats used for transporting goods. The name is
related to the product domain, but its category is of a family car.

5. This Photo by Unknown Author is licensed under CC BY-SA-NC
MBA Executive Group Group 8
• M002- Aditya Nayyar
• N022- Himanshu kataria
• N067- Sachin Singh
• N079- Suditya Das
• N-0800 Sunny Longani
• N088- Vinaya Singh
• N101- Sandeep Arya